nounDefinition
Negative Keywords(Negative Keywords)isuseatnotrelatedSearch TermsKeyword, whenbuyer searchthesetime, Advertisingnotwilldisplay, fromandavoidAdvertisingCostatnoclickabove.
Negative Types
Two Negative Types:
1. Exact Match: Only whenbuyerSearch TermsandNegative Keywordscompletelyrolltimeonlywill
2. Phrase Match: whenbuyerSearch TermsincludeNegative Keywordstimejustwill
Example:
Negative Keywords: "cheap"
- Exact Match: Only excludes"cheap", not excluding"cheap wireless headphones"
- Phrase Match: "cheap"and all searches containing"cheap"
1. Exact Match: Only whenbuyerSearch TermsandNegative Keywordscompletelyrolltimeonlywill
2. Phrase Match: whenbuyerSearch TermsincludeNegative Keywordstimejustwill
Example:
Negative Keywords: "cheap"
- Exact Match: Only excludes"cheap", not excluding"cheap wireless headphones"
- Phrase Match: "cheap"and all searches containing"cheap"
commonNegative Keywordsto
frombybelowchannelNegative Keywords:
1. Search Term Report: viewwhichsomeSearch Termstoclickbutnoconversion
2. Competitor Analysis: competitiontoBrand
3. Product Attributes: andproductnotrelatedattribute(if"used", "refurbished")
4. Price Range: "cheap", "free"etc.lowrelated terms
5. Irrelevant Categories: notrelatedProduct Category
1. Search Term Report: viewwhichsomeSearch Termstoclickbutnoconversion
2. Competitor Analysis: competitiontoBrand
3. Product Attributes: andproductnotrelatedattribute(if"used", "refurbished")
4. Price Range: "cheap", "free"etc.lowrelated terms
5. Irrelevant Categories: notrelatedProduct Category
Exampleanalysis
Example: Negative KeywordsreduceACoS
a certainsellersthroughSearch Term ReportdiscoverbybelowHigh SpendlowconversionSearch Terms:
- "cheap wireless headphones"(Spend$50, 0order)
- "wireless headphones for kids"(Spend$30, 0order)
- "used wireless headphones"(Spend$20, 0order)
Optimizationmeasure:
willtheseaddforPhrase MatchKeyword
OptimizationResults:
- Weekly spend reduced: $100 → $60
- Orders maintained: 25/week(unchanged)
- ACoSreduce: 55% → 33%
Key Points:
regularlyviewSearch Term Report, timelyaddNegative Keywords
a certainsellersthroughSearch Term ReportdiscoverbybelowHigh SpendlowconversionSearch Terms:
- "cheap wireless headphones"(Spend$50, 0order)
- "wireless headphones for kids"(Spend$30, 0order)
- "used wireless headphones"(Spend$20, 0order)
Optimizationmeasure:
willtheseaddforPhrase MatchKeyword
OptimizationResults:
- Weekly spend reduced: $100 → $60
- Orders maintained: 25/week(unchanged)
- ACoSreduce: 55% → 33%
Key Points:
regularlyviewSearch Term Report, timelyaddNegative Keywords
Policy Sources
Amazon officialhelpdocument: Negative keywords
sidepageDetailed DescriptionNegative Keywordstypeandusage methods.
sidepageDetailed DescriptionNegative Keywordstypeandusage methods.
Operation Tips
RecommendationsperweekviewSearch Term Report, willHigh SpendlowconversionSearch TermsaddforNegative Keywords.Negative KeywordsfloorminuteforCampaignandAd Group, reasonableutilizecanmoreprecisecontrolAdvertising.